Girls start to worry about their weight in the age of 5 years old. It’s the time, when they start to play with Barbie . They even start to wear make-up and care about the outward appearance at similar age. The doll, since the time it’s been launched by Mattel in 1956 ,is seen by small girls as embodiment of perfection . In real, her mythical image is overbought with falsity and posthumanism. Most of Mattel’s Barbie advertisments are full of adjectives, like adorable, charming, fashionable, stunning and shimmering. In connection with the fact, that her image and body measurements are far from the ones of average female , makes a conclusion that it’s an eye-wash , which contemporary culture and media are full of.
The statistics show, that from 90 to 95 percent of anorexics and bulimics are women. The sad true is that from up to 50 percent of them never recover completely. 60 percent American females have serious trouble with eating.
The Health magazine in edition from September 1997 compared measurements of Barbie based on the assumption that she was 183 cm high and average woman is 20 centimetres smaller. Barbie as human would be 46 kilograms with her tiny waist, just about 48cm, while average healthy female would be 20 kilograms heavier with the waist 76 cm. It doesn’t classify image of Barbie to the category of human, so many young girls in western culture go hungry and strive to perfection ?
The image of female beauty has changed over the centuries- big bellies from the fifteenth century, plump faces and shoulders in the early nineteen – it was during the time when female body was seen as nude beauty, not seeing through clothes. The look which is promoted by fashion world is the look of poverty and exhaustion. Today, the average model weight 23 percent less than the average American model. I think that this boundary between real female and the promoted model , makes women feel inadequate. Barbie is posthuman and post-gender object of consumption, similarly to mannequins in the shop windows. All this trend for perfect body is connected with consumerism and capitalism, as females want to have perfect bodies to look good while wearing clothes that will fit beautifully on their bodies and they can present themselves to the male audience. The question is, is to please men which watch women, or is it to just feel good in our bodies ? This constant and endless race for perfection is like poison for our freedom and enables us to feel happy . According to modern feminist philosopher- Susan Bordo, postmodern tendency appears in form of the cultural practices of shaping the body by going to the gym and plastic surgery. Is it like people in nowadays culture, females in particular cannot be satisfied with the way they look because of posthuman perceptions about perfection ? Advertising industry , in this case Barbie adverts, play the role of constructing cultural ideas about lifestyle, glamour and self-improvement.